Dubai: Ever been left dazzled by a high-performance car or a super-bike occupying pride of place in a showroom? The one that you just had to get behind the wheels of and take for a spin, but was always afraid to ask? Well, auto brands and their local dealerships are working out persuasive ways to help you overcome that reluctance.

Carmakers are now fine-tuning outreach programmes that go way beyond connecting with their core audience. The intention is to cast the net wide enough and, by doing so, create a compelling brand experience.

Harley-Davidson has been carrying on with such connecting hooks – 19 years in Dubai to be precise - for some time and now other maques are joining the fray.

Audi recently had a half-day course for its top of the performance line R8 V10 at the Dubai Autodrome. The intention, the carmaker says explicitly enough, is to make the model “accessible” to a wider range of customers, even potential ones. Priced at Dh2,850, the offer sure was accessible.

“The Audi Driving Experience at the Dubai Autodrome was established as a not-for-profit activity by Audi M. E. in early 2007,” said Felix Weller, the regional Sales Director at the German manufacturer. “Since then thousands have challenged - and improved - their driving skills with the courses.

“We have also started offering individual courses on other tracks, including Yas Marina in Abu Dhabi and Bahrain International Circuit. With increasing popularity we would love to expand the programme further.”

But it is moot whether a half-day spin around a track would make any driver good enough to get on top of a high-performance model. Mind you, any which way one looks at it, the R8 is one.

“Indeed, the R8 is a lighthouse product for Audi; it is a dream for many to drive it and live the experience on a race track,” said Weller. “Currently the courses run with Audi R8 and TT as they are among the sportiest in our line up, but other models like the RS 5 are imaginable for the future.”

Audi officials believe enough skill sets can be imparted during the well-defined timeline set by the programme. The courses focus on building the “solid fundamentals”, starting with the seating position and going up to braking techniques.

“Each programme builds skills in every individual area - only then everything is put together on the race track,” said Weller. “It is designed to make drivers more confident and capable on the roads. By having a deeper understanding of driving and practicing those skills in a controlled environment, a driver is better prepared to face the uncertainties that await on public roadways.”

Valid points, for sure.

Auto brands are getting creative in how they want their followers to come and join the ride. Earlier this week Ferrari confirmed it will be bringing the “Ferrari Racing Days” to the UAE for the very first time. It will be held at the Yas Marina in March over a weekend and will showcase the 458 that entered the Ferrari Challenge Trofeo Pirelli Asia Pacific series, together with non-competitive Formula One single-seaters.

All of the action on the tracks and off it will be under the baton of Ferrari’s in-house Corse Clienti department.

One of things that need to be said about the Ferrari Challenge is that it does not discriminate. It brings together “complete track novices and those who already have competition experience will see action on the 458 Challenge, the mid-rear V8 Berlinetta derived from the 458 Italia and the fifth model used by Ferrari in its one make-racing series,” said a press statement.

With the winter chill setting in nicely, local auto enthusiasts – and they cut across all stripes and brands – will have a packed schedule with the many road and track runs the car and bike makers are going to put them through. It is time to put on the driving gear and tune up the machines. Just don’t forget to put on the seatbelts. Or a helmet.